Fashion

Lamara London's New SS23 Collection Epitomizes Quiet Luxury

“Buying simple doesn’t have to be boring.”

1,583 Hypes

Lamara London's New SS23 Collection Epitomizes Quiet Luxury

“Buying simple doesn’t have to be boring.”

Rising fashion brand Lamara London just dropped its new summer collection, built around the central idea that “buying simple doesn’t have to be boring.”

Taking cues from themes of quiet luxury and effortless minimalism, the new collection comprises sultry, versatile pieces that can be worn whatever the season, in a timeless color palette of white, black and silver. The collection came about after the realization that typically summer clothing can become overwhelming and often too trend-focused, which led Lamara to focus its efforts on staple pieces that stand the test of time.

“It’s the confidence that comes from making a simplistic statement that truly oozes style,” explains founder Lamara. “Our ready-to-wear collection embodies this ethos, empowering individuals to embrace the elegance of simplicity.”

Looking ahead, Lamara’s footwear styles are set to mark a slight departure from the brand’s signature “party girl” aesthetic, with lower-heel styles set to be introduced. Elsewhere, the collection takes cues from the “awe-inspiring landscapes of Iceland” drawing particular parallels to the contrast between the Icelandic sea, black sand and ice. Drawing inspiration from themes of natural beauty, the collection’s accompanying campaign seeks to tell a story of women being discovered on an Icelandic island.

Take a look at the collection above, and head to Lamara’s website to purchase.

In other news, you can now shop British girl band FLO’s wardrobe on Depop.

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